1. Power Point Accompaniment for “Supply, Demand, and Market Equilibrium”

2. Introduction to Demand
In the United States, the forces of supply and demand work together to set prices.
Demand is the desire, willingness, and ability to buy a good or service.
Demand can refer to one individual consumer or to the total demand of all consumers in the market (market demand).
Based on that definition, which of the following do you have a demand for?

3. Introduction to Demand
A demand schedule is a table that lists the various quantities of a product or service that someone is willing to buy over a range of possible prices.
In order to have demand you must be willing and able to buy a good at the specified price
Price per Widget ($)
Quantity Demanded of Widget per day $5 2 $4 4 $3 6 $2 8 $1 10

4. Market Demand Schedule
Market Demand Schedule: a table that lists the quantity of a good all consumers in a market will buy at various prices
Market demand schedules are used to predict the total sales of a commodity at several different prices.
Market demand schedules exhibit the law of demand: at higher prices the quantity demanded is lower.

6. Introduction to Demand
A demand schedule can be shown as points on a graph.
The graph lists prices on the vertical axis and quantities demanded on the horizontal axis.
Each point on the graph shows how many units of the product or service an individual will buy at a particular price.
The demand curve is the line that connects these points.

7. What do you notice about the demand curve?
How would you describe the slope of the demand curve?
Do you think that price and quantity demanded tend to have this relationship?

8. Introduction to Demand
The demand curve slopes downward.
This shows that people are normally willing to buy less of a product at a high price and more at a low price.
According to the law of demand, quantity demanded and price move in opposite directions.

9. Law of Demand is a product of several patterns of behavior:
substitution effect: when consumers react to an increase in a good’s price by consuming less of that good and more of a substitute good
income effect: the change in consumption that results when a price increase causes real income to decline

10. The Substitution Effect
The substitution effect takes place when a consumer reacts to a rise in the price of one good by consuming less of that good and more of a substitute good. The substitution effect can also apply to a drop in prices. 10

11. The Income Effect
The income effect is the change in consumption that results when a price increase causes real income to decline.
Economists measure consumption in the amount of a good that is bought, not the amount of money spent on it.
The income effect also operates when the price is lowered. If the price of something drops, you feel wealthier. If you buy more of a good as a result of a lower price, that’s the income effect at work. 11

12. Introduction to Demand
We buy products for their utility- the pleasure, usefulness, or satisfaction they give us.
What is your utility for the following products? (Measure your utility by the maximum amount you would be willing to pay for this product)
Do we have the same utility for these goods?

13. Introduction to Demand
One reason the demand curve slopes downward is due to diminish marginal utility
The principle of diminishing marginal utility says that our additional satisfaction tends to go down as we consume more and more units.
To make a buying decision, we consider whether the satisfaction we expect to gain is worth the money we must give up.

14. The Demand Curve
Demand Curve: a graphic representation of a demand schedule
The vertical axis is always labeled with the lowers possible prices at the bottom and the highest prices at the top.
The horizontal axis should be labeled with the lowest possible quantity demanded at the left and the highest possible quantity demanded on the right.

15. Demand Curves
Answer: They both have a negative slope. 15

16. Quantity of lattes demanded
Another Example
Example: Helen’s demand for lattes.
Notice that Helen’s preferences obey the Law of Demand.
Price of lattes
Quantity of lattes demanded
$0.00 16
1.00 14
2.00 12
3.00 10
4.00 8
5.00 6
6.00 4
THE MARKET FORCES OF SUPPLY AND DEMAND 16

17. Helen’s Demand Schedule & Curve
Price of Lattes
Quantity of Lattes
Price of lattes
Quantity of lattes demanded
$0.00 16
1.00 14
2.00 12
3.00 10
4.00 8
5.00 6
6.00 4
THE MARKET FORCES OF SUPPLY AND DEMAND 17

18. Market Demand versus Individual Demand
The quantity demanded in the market is the sum of the quantities demanded by all buyers at each price.
Suppose Helen and Ken are the only two buyers in the Latte market. (Qd = quantity demanded)
$0.00
6.00
5.00
4.00
3.00
2.00
1.00
Price 4 6 8 10 12 14 16
Helen’s Qd 2 3 4 5 6 7 8
Ken’s Qd
Market Qd + = 24 + = 21
This example violates the “many buyers” condition of perfect competition. Yet, we are merely trying to show here that, at each price, the quantity demanded in the market is the sum of the quantity demanded by each buyer in the market. This holds whether there are two buyers or two million buyers. But it would be harder to fit data for two million buyers on this slide, so we settle for two. + = 18 + = 6 9 12 15 18 18

19. The Market Demand Curve for LattesP P
Qd (Market)
$0.00 24
1.00 21
2.00 18
3.00 15
4.00 12
5.00 9
6.00 6 Q
THE MARKET FORCES OF SUPPLY AND DEMAND 19

20. Changes in Demand
Change in the quantity demanded due to a price change occurs ALONG the demand curve
An increase in the Price of Widgets from $3 to $4 will lead to a decrease in the Quantity Demanded of Widgets from 6 to 4.

21. Changes in Demand
Demand Curves can also shift in response to the following factors:
Buyers (# of): changes in the number of consumers
Income: changes in consumers’ income
Tastes: changes in preference or popularity of product/ service
Expectations: changes in what consumers expect to happen in the future
Related goods: compliments and substitutes
BITER: factors that shift the demand curve

22. Changes in Demand Prices of related goods affect on demand
Substitute goods a substitute is a product that can be used in the place of another.
The price of the substitute good and demand for the other good are directly related
For example, Coke Price Pepsi Demand
Complementary goods a compliment is a good that goes well with another good.
When goods are complements, there is an inverse relationship between the price of one and the demand for the other
For example, Peanut Butter Jam Demand

23. Changes in Demand
Several factors will change the demand for the good (shift the entire demand curve)
As an example, suppose consumer income increases. The demand for Widgets at all prices will increase.

24. Changes in Demand
Demand will also decrease due to changes in factors other than price.
As an example, suppose Widgets become less popular to own.

25. Changes in Demand
Changes in any of the factors other than price causes the demand curve to shift either:
Decrease in Demand shifts to the Left (Less demanded at each price) OR
Increase in Demand shifts to the Right (More demanded at each price)

26. Demand Practice Answers

27. 1. The income of the Pago-Pagans declines after a typhoon hits the island.
Price D D1
Quantity

28. 2. Pago-Pagan is named on of the most beautiful islands in the world and tourism to the island doubles.
Price D1 D
Quantity

29. 3. The price of Frisbees decreases
3. The price of Frisbees decreases. (Frisbees are a substitute good for boomerangs)
Price D D1
Quantity

30. 4. The price of boomerang t-shirts decreases, which I assume all of you know are a complementary good.
Price D1 D
Quantity

31. 5. The Boomerang Manufactures decide to add a money back guarantee on their product, which increases the popularity for them.
Price D1 D
Quantity

32. 6. Many Pago-pagans begin to believe that they may lose their jobs in the near future. (Think expectations!)
Price D D1
Quantity

33. 7. Come up with your own story about boomerangs and the Pago-Pagans
7. Come up with your own story about boomerangs and the Pago-Pagans. Write down the story, draw the change in demand based on the story, and explain why demand changed.
Price D
Quantity

34. Introduction to Supply
Supply refers to the various quantities of a good or service that producers are willing to sell at all possible market prices.
Supply can refer to the output of one producer or to the total output of all producers in the market (market supply).

35. Introduction to Supply
A supply schedule is a table that shows the quantities producers are willing to supply at various prices
Price per Widget ($)
Quantity Supplied of Widget per day $5 10 $4 8 $3 6 $2 4 $1 2

36. Introduction to Supply
A supply schedule can be shown as points on a graph.
The graph lists prices on the vertical axis and quantities supplied on the horizontal axis.
Each point on the graph shows how many units of the product or service a producer (or group of producers) would willing sell at a particular price.
The supply curve is the line that connects these points.

37. What do you notice about the supply curve?
How would you describe the slope of the supply curve?
Do you think that price and quantity supplied tend to have this relationship?

38. Introduction to Supply
As the price for a good rises, the quantity supplied rises and the quantity demanded falls. As the price falls, the quantity supplied falls and the quantity demanded rises.
The law of supply holds that producers will normally offer more for sale at higher prices and less at lower prices.

39. Introduction to Supply
The reason the supply curve slopes upward is due to costs and profit.
Producers purchase resources and use them to produce output.
Producers will incur costs as they bid resources away from their alternative uses.

40. Introduction to Supply
Businesses provide goods and services hoping to make a profit.
Profit is the money a business has left over after it covers its costs.
Businesses try to sell at prices high enough to cover their costs with some profit left over.
The higher the price for a good, the more profit a business will make after paying the cost for resources.

41. Changes in Supply
Change in the quantity supplied due to a price change occurs ALONG the supply curve
If the price of Widgets fell to $2, then the Quantity Supplied would fall to 4 Widgets.

42. Changes in Supply
Supply Curves can also shift in response to the following factors:
Subsidies and taxes: government subsides encourage production, while taxes discourage production
Technology: improvements in production increase ability of firms to supply
Other goods: businesses consider the price of goods they could be producing
Number of sellers: how many firms are in the market
Expectations: businesses consider future prices and economic conditions
Resource costs: cost to purchase factors of production will influence business decisions
STONER: factors that shift the supply curve

43. Changes in Supply
Several factors will change the demand for the good (shift the entire demand curve)
As an example, suppose that there is an improvement in the technology used to produce widgets.

44. Changes in Supply
Supply can also decrease due to factors other than a change in price.
As an example, suppose that a large number of Widget producers go out of business, decreasing the number of suppliers.

45. Changes in Supply
Changes in any of the factors other than price causes the supply curve to shift either:
Decrease in Supply shifts to the Left (Less supplied at each price) OR
Increase in Supply shifts to the Right (More supplied at each price)

46. Supply Practice Answers

47. Cost to Produce
Amount of Supply
Supply Curve Shifts
Cost of Resources Falls
Cost of Resources Rises
Productivity Decreases
Productivity Increases
New Technology
Higher Taxes
Lower Taxes
Government Pays Subsidy

48. 1. The government of Pago-Paga adds a subsidy to boomerang production.
Price S S1
Quantity

49. 2. Boomerang producers also produce Frisbees
2. Boomerang producers also produce Frisbees. The price of Frisbees goes up. S1
Price S
Quantity

50. 3. The government of Pago-Paga adds a new tax to boomerang production.
Price S
Quantity

51. 4. Boomerang producers expect an increase in the popularity of boomerangs worldwide.
Price S S1
Quantity

52. 5. The price of plastic, a major input in boomerang production, increases.
Quantity

53. 6. Pago-Pagan workers are introduced to coffee as Pago-Paga become integrated into the world market and their productivity increases drastically.
Price S S1
Quantity

54. 7. Come up with your own story about boomerangs and the Pago-Pagans
7. Come up with your own story about boomerangs and the Pago-Pagans. Write down the story, draw the change in supply based on the story, and explain why supply changed.
Price S
Quantity

55. Supply and Demand at Work
Markets bring buyers and sellers together.
The forces of supply and demand work together in markets to establish prices.
In our economy, prices form the basis of economic decisions.

56. Supply and Demand at Work
Supply and Demand Schedule can be combined into one chart.
Price per Widget ($)
Quantity Demanded of Widget per day
Quantity Supplied of Widget per day $5 2 10 $4 4 8 $3 6 $2 $1

57. Supply and Demand at Work

58. Supply and Demand at Work
A surplus is the amount by which the quantity supplied is higher than the quantity demanded.
A surplus signals that the price is too high.
At that price, consumers will not buy all of the product that suppliers are willing to supply.
In a competitive market, a surplus will not last. Sellers will lower their price to sell their goods.

59. Supply and Demand at Work
Suppose that the price in the Widget market is $4.
At $4, Quantity demanded will be 4 Widgets
Surplus
At $4, Quantity supplied will be 8 Widgets.
At $4, there will be a surplus of 4 Widgets.

60. Supply and Demand at Work
A shortage is the amount by which the quantity demanded is higher than the quantity supplied
A shortage signals that the price is too low.
At that price, suppliers will not supply all of the product that consumers are willing to buy.
In a competitive market, a shortage will not last. Sellers will raise their price.

61. Supply and Demand at Work
Suppose that the price in the Widget market is $2.
At $2, Quantity supplied will be 4 Widgets
At $2, Quantity demanded will be 8 Widgets.
At $2, there will be a shortage of 4 Widgets.
Shortage

62. Supply and Demand at Work
When operating without restriction, our market economy eliminates shortages and surpluses.
Over time, a surplus forces the price down and a shortage forces the price up until supply and demand are balanced.
The point where they achieve balance is the equilibrium price. At this price, neither a surplus nor a shortage exists.
Once the market price reaches equilibrium, it tends to stay there until either supply or demand changes.
When that happens, a temporary surplus or shortage occurs until the price adjusts to reach a new equilibrium price.

63. Supply and Demand at Work
Suppose that the price in the Widget market is $3.
At $3, Quantity supplied will be 6 Widgets
At $3, Quantity demanded will be 6 Widgets.
At $3, there will be neither a surplus or a shortage.

64. Supply and Demand Practice Answers

65. Surplus

66. Shortage

67. Market Equilibrium 6

69. 1. The income of the Chapel Hill townies declines after an early loss during March Madness.
Price S P1 P2 D D1 Q2 Q1
Quantity

70. 2. Chapel Hill is named one of the most beautiful towns in North Carolina and tourism doubles
Price S P2 P1 D1 D Q1 Q2
Quantity

71. 3. The price of blue ties decreases
3. The price of blue ties decreases. (Blue ties are a substitute good for purple ties)
Price S P1 P2 D1 D Q2 Q1
Quantity

72. 4. The Federal government has been warning the public about the possibility of a recession and job loss in the RDU area. (Think expectations!)
Price S P1 P2 D D1 Q2 Q1
Quantity

73. 5. The price of purple striped shirts decreases (Purple striped shirts are a complement to purple ties)
Price S P2 P1 D1 D Q1 Q2
Quantity

74. 6. The price of silk increases (ties are made with silk).Q2 Q1
Quantity

75. 7. The government adds a subsidy to tie production.
Price S S1 P1 P2 D Q1 Q2
Quantity

76. 8. After the release of Alan Greenspan’s first jazz flute album, purple tie producers are expecting a huge increase in demand and thus an increase in the price.
Price S S1 P1 P2 D Q1 Q2
Quantity

77. 9. Congress enacts new tax on the production of purple ties.
Price S P2 P1 D Q2 Q1
Quantity

78. 10. As the popularity of purple ties sweeps the greater Orange County area, new producers enter the purple tie market.
Price S S1 P1 P2 D Q1 Q2
Quantity

79. 11. Purple ties are named by GQ magazine as a “must have” for all young professionals. At the same time, a new textile machine decreases the cost of producing purple ties.
Price S S1 P1 D1 D Q1 Q2
Quantity

80. S1 Price S P1 D D1 Q2 Q1 Quantity
12. The price of pink ties (a related good that most purple tie producers also produce) rises as spring approaches. Tie consumers in Chapel Hill begin to expect purple ties to be put on sale since spring is coming, so they put off purchasing. S1
Price S P1 D D1 Q2 Q1
Quantity